Marks & Spencer relies on Instinct for Little Garden campaign

Charlie Spargo's picture
by Charlie Spargo

M&S Food has engaged Instinct PR once again, this time to promote its new push to get children engaged with outdoor pursuits, Little Garden.

This will be one of the supermarket's biggest campaigns of the year, kicking off with a giveaway of Little Garden seedling kits to shoppers from February 26th to April 14th, every time they spend £20 or more in M&S Food.

The 12 different colourful kits include varieties ranging from pansies and forget-me-nots to carrots and beetroot. The retailer will also parallel the campaign by selling a branded gardening toolset and watering can for £3.

The campaign will also involve an influencer strategy - Instinct has engaged gardening TV presenter, podcaster and author Lee Connelly, better known as The Skinny Jean Gardener. Connelly will become an ambassador for the campaign, creating content for the M&S Little Garden microsite, as well as leading a school tour, bringing his tools and Little Garden kits with him to run assemblies to thousands across the UK.

The rest of Instinct's influencer campaign involves content from Sarah Ingham and DadVGirls, as well as 20 other family influencers, to promote the Little Garden campaign.

Lee Connelly said: “I’m delighted to be working with M&S and Instinct on this campaign - it’s a cause that is really close to my heart and it’s great to see such a much-loved British brand taking the lead on helping children and families learn more about gardening and how to grow their own food.

"Over the course of our school’s tour, we’ll be reaching around 10,000 school children with this campaign and each of them will receive their own Little Garden kit to take home and nurture.”

Jonathan Kirkby, MD at Instinct PR, said: “It’s such a joy to be working on another 'Little' campaign for M&S after the success of last year’s Little Shop. It was essential we find just the right mix of influencers to deliver the right content, in the right channel and in the right way - with loads of fun, to really spread the word get families all green-fingered.”